What Aussie Marketers Need To Know About Pre-Schoolers: Nickelodeon

What Aussie Marketers Need To Know About Pre-Schoolers: Nickelodeon
SHARE
THIS



New research by Nickelodeon has found that “tactical tech time” is making today’s pre-schoolers knowledgeable, problem solving and interactive.

B&T was lucky enough to be invited along to Nickelodeon’s research upfront event this morning, which revealed some very interesting insights for Aussie marketers looking to tap into the pre-school market.

The event focused on a global study presented by Nickelodeon’s parent company, Viacom, titled Little big kids: preparing pre-schoolers for life.

Analysing 6,500 families from 12 countries, the study aimed to discover what it’s like to be a pre-schooler (those kids aged from two to five years old) in today’s world.

The research found that children are moving from a “shielded” past to an “exposed” future, with 88 per cent of Aussie parents expressing concerns about their child’s future.

Furthermore, 24 per cent of Aussie parents are concerned about their child’s safety – down 14 per cent on the global average.

The study also looked at how parents are raising “life-ready” pre-schoolers, and found that the majority of mums and dads globally are enabling experiences for children to be “playground smart”.

Here are some of the key takeaways from Viacom’s research:

  • 77 per cent of Aussie parents believe children should learn through their own experiences, such as letting them use “big kid objects” and do “big kid tasks”, as well as embracing reasonable dangers.
  • 65 per cent of Aussie parents always listen to a child’s opinion before making a decision that affects them, compared to 70 per cent globally.
  • The top three reasons why parents send their children to pre-school are: to socialise with other kids (79 per cent); to learn to share and communicate with others (62 per cent) and; to gain a sense of competence/independence away from home (59 per cent).
  • 74 per cent of Aussie parents think learning through play is more important than formal learning.
  • 82 per cent of Aussie parents encourage their children to play outdoors, compared to 76 per cent globally. However, Aussie pre-schoolers only spend an average of two hours a day outside – slightly below the global average of 2.4 hours.
  • 62 per cent of Aussie parents feel their kids are happiest when they’re playing outdoors.

Of course, the study wouldn’t be complete without some stats on pre-schoolers and their use of technology. They key takeaway here is that “tactical tech time” is making pre-schoolers knowledgeable, problem solvers and interactive, according to Viacom, but here are some other useful bits of info:

  • 62 per cent of Aussie parents agree it’s important for children to keep up with tech developments, while 56 per cent believe technology will make their kids smarter.
  • 69 per cent of Aussie pre-schoolers have access to a tablet – 4 per cent above the global average.
  • 57 per cent of Aussie parents say that their kids use tablets for educational content.
  • 52 per cent of Aussie parents think too much time is spent on devices can interfere with learning and development, and 73 per cent say they limit the amount of time their child spends on devices.
  • 50 per cent of Aussie parents worry about their kids coming across inappropriate content when using tech devices, compared to 61 per cent globally.
  • 73 per cent of Aussie parents say they limit the amount of time their children spend on tech devices.
  • Aussie kids spend four hours less than the global average on tech devices, but still clocking up roughly 10 hours per week.

 

Please login with linkedin to comment

Advertising Standards Bureau Cosmo TV John Steedman Little big kids: preparing pre-schoolers for life

Latest News

Zenith Brisbane Announces Two New Appointments To Digital Team
  • Media

Zenith Brisbane Announces Two New Appointments To Digital Team

Zenith Brisbane has announced two newly-created digital roles, with Stephanie Plunkett (pictured below) joining as digital director and Louise Marks (main photo) as senior digital manager. Plunkett will work in partnership with performance director, Carla Whitehouse, leading Zenith Brisbane’s digital product. Her responsibilities will include driving strategic solutions to deliver marketing-led growth for clients, digital […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

Mike Wilson Steps Down As Chairman Of Havas Media Group ANZ
  • Media

Mike Wilson Steps Down As Chairman Of Havas Media Group ANZ

Havas Media Group Australia and New Zealand chairman Mike Wilson will step down after eight years with the agency at the end of August. Wilson will continue to act as a consultant to the business on key projects. Wilson launched Havas Media Australia as founding CEO in 2013, before stepping into the newly-created role of […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]

Hootsuite Acquires Conversational AI Platform Heyday
  • Technology

Hootsuite Acquires Conversational AI Platform Heyday

Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]

Officeworks Partners With Canva
  • Campaigns

Officeworks Partners With Canva

B&T's a huge fan of the Officeworks shopping experience, but just throwing it out there about possible $1 hot dogs?

PRIA Announces National Conference
  • Marketing

PRIA Announces National Conference

Public Relations Institute announces national conference. Sadly, Roxy won't be speaking on unwanted doorstep excreta.

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program
  • Technology

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program

Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]

Hivestack Appointments Ichiro Jinnai As President, Japan
  • Advertising

Hivestack Appointments Ichiro Jinnai As President, Japan

Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director
  • Advertising

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director

Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]

Burnet Institute Launches How Science Matters Podcast
  • Media

Burnet Institute Launches How Science Matters Podcast

Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]

D&AD & Google Launch Shift In Sydney
  • Advertising
  • Media

D&AD & Google Launch Shift In Sydney

This extols "turning your passion into your profession". Unless your passions are dancing dachshunds or roller limbo.